Spatial Technologies Ltd (STL) –Nigeria’s foremost mapping and Geographic Intelligence solution provider announced that it was engaged by Greenwich Consulting (GWC) -a member of TwentyOne Group based in Paris, France to conduct a geo-marketing research on the Nigerian telecom market demand on behalf of its client that is interested in investing in Nigeria’s fixed telephone and broadband industry.
GWC wanted an innovative methodology that improves its capability of using the available information and taking advantage of the territorial component to perform analyses that traditional tools would not consent. The objective of this geo-marketing was to assess the potential of new telecom services in the Nigerian market especially fixed voice and fixed broadband (premium internet access+ VoIP).
GWC was particularly interested in establishing the geographic location of potential customers in Lagos, Abuja, Ibadan, and Porthacourt meeting the most appropriate criteria that defines the addressable population such as income, consumption pattern, housing, location and assessing the overall distribution of the mid/high-end population and SMEs.
GWC being a world-class consulting firm with offices in 20 countries knows that successful market entry or optimization depends upon utilizing all resources to their full advantage – particularly with regard to sales. This geo-marketing research will therefore empower GWC in providing professional investment advice for its client who is particularly interested in investing in the fixed line telephone and broadband segment of Nigerian bursting telecom market. The award winning STL was confident ab out deliverying the solution within the agreed time frame and budget.
Using geo-referenced high resolution satellite imageries and population density maps created from Nigeria’s projected 2009 LGA demographic map data as a guide, STL was able to select geographic concentrations of households and businesses meeting the stipulated income requirements and other socio-economic criteria across Lagos, Ibadan, Portharcourt and Abuja. Using the principles of selective sampling technique, questionnaires were administered to gather information regarding current fixed line phone and internet usage and the location of each respondent was mapped using GPS and integrated into a GIS database in MapInfo Professional environment.
The market holding capacity (i.e. the percentage of the addressable market) for areas sampled using weighted matrix was then calculated for the 4 cities.
hematic maps and other proximity analyses were created using graduated colour codes to show the location of polled respondents meeting the stipulated criteria. The market holding capacity was then calculated and overlaid on large-scale digital street map data of Lagos, Abuja, Ibadan and Porthacourt in a GIS environment using. With this analysis, GWC’s client had been helped to leverage on the compelling visual power of GIS and location-base analysis to zero in on Nigerian potential Fixed line and broadband markets down to street level in these 4cities with increased precision and accuracy.
According to Ireti Ajala (STL’s CEO) “Location-related business decisions such as telecom are often risky, with far reaching implications. They demand vision, expertise and tact. In entering a new market, there is always the danger of not paying enough attention to critical factors. STL as an external consultant offered GWC’s client the much-needed objectivity and provided invaluable support from the planning phase to the implementation stage. STL has years of experience advising government agencies and corporate companies like UBA PLC, Zain Nigeria, ICSL, etc from all branches of trade. We greatly appreciate being chosen for this project” -Ajala headed MTN Nigeria’s GIS unit for 5years until 2007 when he resigned to run STL full time
The proposal by STL was judged by GWC to be the best bid received from several Nigerian GIS solution providers especially in terms of quality and pricing.
The project employed well-proven technology platforms – MapInfo Professional. MapInfo products are standard and well recognized in the GIS industry in Nigeria, North America, Europe. This project supports STL’s long-term focus in bringing world-class GIS solutions to telecommunication sector and other sectors of the Nigerian economy. STL used the principles of PRINCE2 (Projects in Controlled Environment) to manage and deliver all its projects.
About Greenwich Consulting
Greenwich Consulting is an international leader in Telecom, Media & Internet strategy and management consulting. Its core target market is the top global multi-site, multi-business telecom and media organisations with European operations and emerging market. With expertise in strategy, marketing, sales, operations and programme management, Greenwich Consulting is also one of the world’s fastest growing consulting firms with more than 180 professionals based in Amsterdam, Bern, Brussels, Düsseldorf, Lisbon, London, Madrid, Milan, Munich, Paris and Stockholm, etc. Greenwich Consulting is a member of the TwentyOne group
